Driving Change: How Pre-Purchase Behavior and Environmental Concerns Shape EV Buying Decisions Through Mediating Effect of Affection

This study examines how pre-purchase behavior, environmental factors, and the mediating role of affection influence consumer purchase decisions regarding electric vehicles (EVs) in Nepal. The research utilizes a descriptive and causal-comparative design, focusing on 400 EV owners in Nepal, chosen through purposive sampling. Primary data were collected using a structured survey questionnaire based on a 5-point Likert scale and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that pre-purchase behavior directly impacts purchase decisions. Environmental factors have a moderate effect, both directly and indirectly through affection. Affection plays a crucial role in transforming environmental factors into purchase decisions. These results underscore the necessity for balanced marketing strategies that integrate cognitive and emotional appeals to promote EV adoption in Nepal. This study aligns with Nepal's constitutional commitment to ensuring a clean and healthy environment by addressing the environmental and public health challenges associated with rapid motorization. Promoting EVs also contributes to achieving sustainable transportation goals and supports environmental conservation. This research enhances consumer choice theory, the Theory of Planned Behavior, and the ABC model by incorporating rational, external, and emotional aspects of consumer behavior. It provides valuable insights into consumer decision-making processes within the context of sustainable transportation in developing economies.